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2022/23 Taught Postgraduate Module Catalogue

LUBS5456M Marketing Communications

15 creditsClass Size: 150

Module manager: Mark Mills

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2022/23

This module is not approved as an Elective


This module aims to provide students with knowledge of the key role effective marketing communication plays in developing an organisation’s strategic vision, creating brand awareness and expressing competitive advantage.

Learning outcomes
Upon completion of this module students will be able to:
- critically evaluate the marketing communications process
- evaluate and discuss the role of creativity in marketing communications
- assess the roles and relative contributions of the various elements of the marketing communications mix
- analyse and assess a range of marketing communications campaigns using a combination of theoretical models and sound practitioner frameworks

Skills outcomes
Upon completion of this module students will be able to:
Subject specific
- apply creative solutions to marketing communications problems
- recognise cultural differences and develop alternative solutions to marketing communications problems when required
- practice marketing communications ethically and in accordance with ethical codes both within market and across national boundaries


Indicative content
Marketing communications planning
Creativity and the creative process
Digital marcoms
Direct marketing
Sales promotion
Public relations
Students will explore key tools within the marketing communications mix and consider the complexity of the global marketplace and its implications for cross-cultural strategies

Teaching methods

Delivery typeNumberLength hoursStudent hours
Independent online learning hours121.00
Private study hours0.00
Total Contact hours29.00
Total hours (100hr per 10 credits)150.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Exam typeExam duration% of formal assessment
Standard exam (closed essays, MCQs etc) (S1)3 hr 100.00
Total percentage (Assessment Exams)100.00

The resit for this module will be 100% by examination

Reading list

The reading list is available from the Library website

Last updated: 13/12/2022


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